Real Estate Branding defines who you are and why people do business with you.
Making sure your branding is on point is essential to having a successful real estate business.
Although there is a lot of competition in the real estate market, there are still many opportunities for success. Plus, branding can sometimes seem like pandora’s box. If you take a close look at your branding, it may be difficult to see what makes your business and real estate logo stand out from the rest.
When all the competitors start to look the same, it becomes difficult to tell them apart. The most difficult part of creating a real estate branding strategy is making it both distinctive and widespread. This part of your business must be developed slowly and carefully over time.
This blog is intended to help you with the early stages of branding your real estate business. It’ll help you start clarifying your personal business goals.
What Are Your Goals?
- Where do you want to be financially in 5 years? 10 years?
- How many employees do you want? Do you want a real estate team?
- How do you want your work day to be structured?
- What are your personal life goals? How do they fit into your business?
You should take some time to think about your business and personal life when you are creating your real estate brand. Do you want to wake up every day and sell to people you don’t like talking to? This consideration helps keep you in check and establish your underlying motivation for daily activities. If you don’t have a goal in mind, it’s hard to work effectively.
The most important thing to take away from this is that you should make your real estate business work for you.
1. Start a Podcast
Authority is everything in the real estate business. A real estate podcast is a great way to connect with potential customers and get your name out there. Target it to potential buyers or other prospective clients.
This branding strategy may not provide an immediate return on investment. The value of this technique is that it helps you develop trust with your audience before they realize that they need you. You could create a podcast that is focused on the real estate market in your town to attract people who are just starting to look into buying a home.
2. Write an eBook
If you are strapped for time, consider writing an eBook instead of starting a podcast. An eBook will also establish trust with your audience and is a great marketing tool that reflects your personal brand.
Get creative. A thousand real estate agents have already written:
- Buying Your First Home
- Getting a Home Loan
- Renovating a Home
So…if you want to stand out, you need to write relevant and current content, targeted at your niche customer. Consider:
- 10 of the Most Luxurious (and Affordable) Homes in Denver
- The Pros and Cons of Buying a Loft in Denver
- Moving to a Farm: Are You Ready for a Denver Acreage?
These show niche potential. The book’s target audience should be the same as your target audience – whatever that is. Come up with a list of topics that your prospective clients would actually want to know, not just topics that are easy to write about.
3. Create a YouTube Channel
There are not many things that work as well for your personal brand as a YouTube channel.
If you want to discuss changes in the real estate industry or questions a prospective buyer might have, you should create a YouTube channel. You could also use the channel to showcase the listings that you have now.
Video is an effective way to build your brand as a realtor because it allows your audience to get to know you on a more personal level. If you want people to trust you, show them how earnest and enthused you are.
4. Start Streaming on Facebook Live
You can also stream live on platforms other than YouTube. This type of marketing strategy can be done on Facebook, Instagram, or TikTok. Even Twitter has live video functionality now.
Live streaming helps to build a brand by making it easier for you to interact directly with your audience.
Consider hosting a weekly Q&A session. Prospective buyers may want to ask you about the current real estate market. Maybe sellers want to know what they can do to make their properties more attractive to buyers.
Starting a conversation with a potential customer is a great way to start securing them as a client. You will also be increasing your brand recognition.
5. Find an Unexpected Niche
Real estate professionals have operated in some surprising areas. There are some agents who specialize in working with old or historic properties.
There are also real estate agents who specialize in selling houses that are said to be haunted. Or agents who specialize in off-grid cabins.
You’re not likely to stand out from the competition if you’re just another agent. Having a more specific personal brand means you will have less competition and a better chance of reaching your target audience.
Think about what you enjoy selling. Is there something you’d really love? Choose one of your favorite clients to work with and think about them. What was special about what they were looking for?
6. Start an Instagram or TikTok Account
Both Instagram and TikTok can be extremely useful for digital marketing purposes. As mentioned above, these social media channels prioritize images and video.
You can use Instagram to post about charming homes in your neighborhood. You will eventually have an audience of people who are interested in properties that are unique. You can direct them toward your real estate agency.
TikTok can help you develop your real estate branding strategy by providing short videos about the real estate market. TikTok is a social media platform that is growing rapidly in popularity among millennials, making it an excellent marketing opportunity.
7. Get Yourself Interviewed
HARO (Help a Reporter Out) is a service that enables you to connect with reporters who are looking for sources. There are many benefits to signing up for sites like this, including building your brand.
You also increase your potential customer base. You can improve your brand identity and expand your potential customer base by being interviewed as an expert. You develop your authority. The news readers are aware that you’re a valuable resource. People who look you up online will see what you’re doing in the news.
If you want to be interviewed by Business Insider, Forbes, or Entrepreneur, you can submit opinion posts, blogs, or articles. If you are able to get your work published in one of these highly selective periodicals, it will likely result in a significant increase in your search ratings.
8. Make Creative Business Cards
Have you ever seen a business card that you thought was so great that you wanted to keep it?
A business card that is creative may be in an interesting shape, such as being in the shape of a key. Another way a business card can be creative is by the material it is made out of, for example, being made out of wood. This means that they can be used as both a physical reminder of an event or company, and as a way to promote and advertise said event or company.
Most people who have your card will eventually buy or sell a home. This means that if someone has your marketing materials with them, they are more likely to call you.
Cards that double as refrigerator magnets are a great example of something that is supposed to be long-lasting.
9. Hire an Image Stylist
An image stylist’s job is to make sure that your image is consistent with your brand.
They’ll not only critique your wardrobe, but they’ll also give you tips on how to improve your online presence.
They are experts in how people react to a person’s image—in other words, they are like a public relations manager. If you’re worried about how you look to your audience, an image consultant can help.
Many people today find it difficult to express their tone online. They may sound sarcastic when they’re being earnest. Some people may think that employees are being rude when they are trying to be efficient.
If you’re having trouble developing your real estate brand, an image stylist can help you break through the issue.
10. Connect With a Brand Influencer
Influencers are social media experts with huge followings.
You can often pay someone to mention your company. Make sure to find influencers who share the same values as your brand for the best collaboration possible.
Brand influencers can be particularly effective for real estate companies because location is such an important factor in the industry. To reach a large potential customer base, find an influencer with a following from your area.
Brand influencers are a type of word-of-mouth marketing. If you work with an influencer, they will be able to help increase awareness of your brand.
It is important to connect with an influencer who is trusted in your area to help increase your leads. Getting a shout-out from an international star might give you a temporary traffic boost but it is not as effective as connecting with a trusted local influencer.
11. Install an AI Chat
An AI chat can be set up on your website or Facebook business account to capture leads for you even when you are not able to be around.
You can make an AI chat that is in line with your brand. If you want your AI to sound fun and confident, make sure your tone is too. If you want your AI to sound serious and professional, you can program it to do that.
The AI is only as good as its scripted responses. You train the AI to give each scripted response at the appropriate time.
This doesn’t just improve your real estate branding. It can collect contact information for your leads and even help your leads schedule meetings with you. It’s like having a personal assistant for your sales team!
12. Invest in Highly Targeted Ads
Paid real estate marketing can provide various benefits while you are working on building your brand.
Ads that are targeted specifically to an audience that a company is looking for can be sent out on either Google or Facebook.
For example, if you want to help small business owners find commercial real estate, you could target your ads to small business owners making $1 million or more in your area.
Design your ad around your branding. Incorporate your colors, logo, and image. You will be more successful in promoting your brand if you aim your ads at the people who are most likely to be interested in what you have to offer.
As you continue to advertise, you will be able to improve your target audience and your ads. This way, you can give your real estate branding to those who would appreciate it the most.
13. Hold a Lifestyle Photo Shoot
Is your current headshot just a picture of you with a white background?
For some focuses, that’s perfect. First-time home buyer real estate focus areas require more personalization.
More and more, it’s becoming normal to hire a professional photographer to take pictures of you as you go about your day. A photo of you shaking hands with a client after closing a deal is likely to be more engaging than a simple headshot.
Place these photos in your media outlets; social media, websites, brochures, and pamphlets. Your potential customers can expect to gain insights from you.
14. Go National
Most real estate professionals only target their own market. One reason you might want to extend your real estate branding nationally is so that you can have a bigger impact.
You might want to capture the attention of people moving into your local area.
Real estate branding is local. But that doesn’t mean local to you. Consider the demographics of the people who are likely to move to your area. Look for the trends in where people are coming from and where they are going. If your area is growing in population, look for trends in where people are moving from and where they are going to.
By targeting these areas, you grow into a niche. You may be able to find a lot of agents near you and your potential clients, but there may not be many agents focused on working with people who are making a transition.
Building Your Real Estate Branding — Today
Creating a consistent brand is about more than just your visual identity. More than just creating a brand logo and brand colors is needed to establish a brand.
You can traditional, general advice online by searching for how to grow your business. This advice includes sending out direct mail, building a website, and starting a social media account.
Even if you follow all the advice, you may still end up lost. You need to find a brand that you have faith in. After you determine the purpose of your real estate company, you can begin to come up with marketing ideas.
FAQs
How do realtors rebrand?
Rebranding begins with having a clear understanding of who you are and what your company’s role is in the marketplace. Once you have a plan for your business, you need to create a voice and image for your brand. This includes developing your content and managing your social media accounts.
What is brand identity in real estate?
A “real estate brand” is the values, mission and products people associate with a real estate agent. An agent who is perceived as trustworthy, reliable, and confident is more likely to be successful in real estate. They want a potential client to see them as trustworthy in an area, such as commercial real estate.
Why is branding important for real estate?
If someone is looking for a luxury property, they will go to a real estate agent that specializes in luxury homes. When potential clients are looking for a luxury property real estate agent, your branding is what will bring them to you. If you don’t have a strong brand, you’ll be competing with every other real estate agent out there.
